The Ritz-Carlton, Washington, DC, is encouraging politically-minded ultra-affluent consumers to experience the 2013 Presidential Inauguration through a hotel package priced at $100,000.

The “Access Washington” hotel package is available Jan. 18-22 and offers a behind-the-scenes look into the inauguration events in Washington. The package is certainly tailored for wealthy consumers who seek experiences to which the general public does not have access (see story[5]).

Hotels may be seeking attention through over-the-top packages since luxury travel is only available to a small percentage of the population.

“From a marketing position, there is no major negative to offering these packages as there is no money lost with minimal or zero participation,” said D.M. Banks, director at DMB Public Relations[6], New York.

“Even beyond offering an exciting package filled with the specified amenities and services to make their guests feel like royalty, these packages are also good for gaining the attention of the press, and therefore more recognition to the hotel or tour provider,” he said.

“For someone looking for a special Toronto experience, this package could attract a new guest to the hotel, as well as the additional press and media having the hotel on their radar for future luxury package options.”